The Art of Digital Marketing for Fashion and Luxury Brands

Edited by Wilson Ozuem and Silvia Ranfagni

in Springer Books from Springer

Date: 2021
Edition: 1st ed. 2021
ISBN: 978-3-030-70324-0
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Chapters in this book:

Ch Chapter 1 The Key Drivers of Perceived Omnichannel Service Quality in Fashion

Elena Patten

Ch Chapter 10 The Effect of Social EWOM on Consumers’ Behaviour Patterns in the Fashion Sector

Donata Tania Vergura, Beatrice Luceri and Cristina Zerbini

Ch Chapter 11 Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content

Samuel Ayertey, Silvia Ranfagni and Sebastian Okafor

Ch Chapter 12 Building a Sustainable Brand Image in Luxury Fashion Companies

Monica Faraoni

Ch Chapter 13 Becoming Digital: The Need to Redesign Competences and Skills in the Fashion Industry

Lucia Varra

Ch Chapter 14 Luxury Fashion in the Chinese Marketplace and the New Online Channels: An Emerging Perspective

Serena Rovai and Li Jing

Ch Chapter 15 Managing Online Touchpoints for a Consistent Customer Experience: Cases from Fashion Retailing

Giada Salvietti, Marco Ieva and Cristina Ziliani

Ch Chapter 16 Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective

Silvia Ranfagni and Wilson Ozuem

Ch Chapter 17 Opera as Luxury in Culture: The Marketing Impact of Digitalization

Nicola Bellini

Ch Chapter 2 Omnichannel Retailing and Brand Equity: A New Balance to Achieve

Claudio Becagli and Matilde Milanesi

Ch Chapter 3 Opinion Leaders, Short Videos and Virtual Communities in the Fashion Industry

Peng Chen

Ch Chapter 4 Fashion Bloggers: Temperament and Characteristics

Gordon Bowen and Deidre Bowen

Ch Chapter 5 Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights

Wilson Ozuem and Michelle Willis

Ch Chapter 6 Maintaining a Creative Brand Image in an Omnichannel World

Annette Kallevig

Ch Chapter 7 Online Brand Communities and Brand Loyalty: Toward a Social Influence Theory

Michelle Willis

Ch Chapter 8 Exploring the Emergence of Luxury Smartphones and Switching Behaviour

Dominic Appiah and Alison Watson

Ch Chapter 9 Digital Marketing in Luxury Fashion: From Crisis to Strength

Aster Mekonnen and Liz Larner

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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprbok:978-3-030-70324-0

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DOI: 10.1007/978-3-030-70324-0

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